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As the long hot summer draws to a close, academics begin thinking about the new term, and the new crop of undergraduates: most of us in marketing academia will be looking out for something new to tell our students, some change in the current thinking or some new research evidence to startle them with. This is even more so when we are talking to our postgraduates. At Master's level, we expect people to be critical, to consider the relative merits of the academic debate and to be prepared to stand up and be counted. As I point out to my Master's students, many of the papers they read were written by people with Master's degrees – the conferment of a Master's degree is an invitation to join the academic debate on an equal footing with the rest of us. Therefore a willingness to question the received wisdom, to push the barriers of research, to disagree with the great and the good is an essential part of being a postgraduate.
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Document Type: Editorial

Publication date: September 1, 2006

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